CSR Online Communication: The Metaphorical Dimension of CSR Discourse in the Food Industry

Purpose The aim of this chapter is to discuss the communicative side of modern companies operating in the food industry, paying attention to the CSR discourse conducted in online communication. In this contribution, an attempt is made to show how the dialogue on corporate social conscience taking place at corporate websites shapes the way companies can be perceived in terms of organizational metaphors and how this perception mirrors the performance of CSR-oriented companies. Methodology/approach The approach applied in this chapter relies on both discursive and social theories, characteristic of investigating metaphors. To narrow the scope of the research exclusively to one sector and its online identity, the author focuses on the role of websites and their discursive content to study the CSR communication in the food industry. Findings The analysis of online corporate representation related to CSR practices in the selected companies operating in the food industry has led to the creation of six metaphors that can be used to discuss the performance of modern food producers from the metaphorical perspective. Research limitations The chapter concentrates on analysing the selected websites of Polish and Italian food companies, without dividing the alimentation sector into subtypes. Practical implications The topic discussed in this study may be interesting not only for the specialists and academics interested in CSR but also for the broadly understood stakeholders of the alimentation sector. Social implications The chapter draws the readers’ attention to the role of communication in the relation between organizations and stakeholders and how it may shape organizational identities. Originality The issue of CSR-oriented communication in the food industry has not been studied in detail as far as organizational metaphors are concerned. As has been shown in this chapter, organizational metaphors facilitate the understanding of corporate identity in the alimentation sector, stressing its focus on corporate social conscience.